In 2008, Dong Lu, a 10-year traveler's day, introduced LAMIU lingerie brand from Japan to China and Dong Lu served as CEO of Lamu China.
Dong Road was studying in Japan in his early years. He worked for Goldman Sachs (Japan) and obtained an MBA from Stanford University. His success in business and academia never failed to make him forget his childhood dream of design.
Lamu brand behind the road is not only the dream of fashion design, but also includes his larger business dreams: the Internet sales, store management and directory marketing the perfect combination of bringing underwear consumer experience revolutionary changes.
"Our ideal state will be the storefront, the directory, the Internet three organic combination of consumers in the store will receive the directory, we use the directory or the Internet to promote the storefront; from the consumer experience, the storefront can provide on-site try, And the directory and the formation of complementary advantages of the network.If the future of our shop spread out, Shanghai to buy things can be returned in Beijing, for consumers is very convenient, all of our starting point is to make it more convenient for consumers. "Lan Miao, director of marketing in China Hao Jian åžš said so.
Aim at the mid-market, subvert the high mark-up rate model
Dong Lu and his partners really value, is China's huge mid-end lingerie market.
According to market research agencies in China and Asia Economic Research Institute released "China's underwear market share research report" shows that the current annual sales of China's underwear market reached 400 to 50 billion in the next decade, the annual growth rate of China's underwear will remain at 20% about.
Corresponds with the huge market, China's underwear brand arena separatist, there is no real sense of the industry leader. Statistics show that even a leading brand such as Triumph in China annual sales of more than one billion.
"There are two main categories of underwear market in China at present, one is brand underwear which can be sold in shopping malls up to 3,400 yuan or even higher, and the other is a brand-name product with a price of several tens of yuan, but only one design is lacking Very good quality and good price in the middle of 1,200 yuan grade underwear, this is our chance. "Lan Miao, director of China Market, said Hao Jian.
Aiming at the market, Lan Miao ambitious stirring up a pool of Chinese underwear spring water.
"Traditional Chinese underwear brands usually have about 10 times the rate of increase, but even then, their annual net profit is only about 10% .This is because the general traditional brand one year earlier or two years in advance the design and production of their products, production After coming out in the warehouse accumulation.Traditional brand production and sales ratio is about 2 to 1 to 3 to 1, which means they want to produce one or two times more as an inventory of things, they are not expected to sell, The cost of backlogging products is then injected into the cost of selling the product, so an original cost of only 40 yuan of underwear, the actual cost may reach 120 yuan, to the mall to sell more than 400 is not surprising. "Hao Ji Jian revealed.
In foreign countries, such as Victoria's secret in the United States, the average selling price of underwear through the Internet is 30 US dollars, that is more than 200 yuan. In addition, such as the same is the Japanese brand peachjohn, the average price in Japan through the network 4000 days Yuan, equivalent to RMB is also more than 200 yuan, not to mention their products are also produced in China.Why Chinese consumers at a relatively low income level, spend more to buy the same grade of the product?
"Such a high rate of increase is an irrational phenomenon, but this is also the traditional mode of production of underwear brand decision-making, business backward mode of operation, resulting in high costs should not be consumers." Hao Jian said.
Hao Jian åžš that compared with the traditional brand underwear, Lan Miao's biggest advantage is fast. Lan Miao from production to sales in the basic one month, the convenience of e-commerce can make Lan Miao reached nearly 80% sales rate, according to sales, flexible with the single or cut, to minimize inventory backlog.
"And compared with other sales of underwear e-commerce business, Lan Miao also has its own brand and unique design, we will conduct a comprehensive inspection of all products in order to ensure product quality, these are our advantages," Hao Jian said.
Advertisment fame overnight
"Almost overnight, I knew the LAMIU brand," said Ma, a college student who regularly makes online purchases. "In May, as long as a Taobao, LAMIU advertising can be seen in the school or major portals, even the use of Thunder to download movies, pop-up pages also have their ads."
"The feeling at the time was that this business really invested money, another Van off." Ma classmates said.
Lan Miao, director of marketing Jian Hao Jian said the company pre-advertising mainly in portals and women's magazines, advertising from the second half of 2008 total investment has more than 10 million yuan.
Insiders questioned such a large-scale advertising, emerging companies rely on what Mulan funds chain security.
Hao Jian åžš that such a worry is not necessary. Lan Miao is not purely venture capital-based companies, the company's start-ups have a strategic investment in Japanese listed companies. With the latest $ 5 million in financing and the company's sales double for four consecutive months, Lan Miao's capital chain will be more secure.
"We are not pursuing profit now. We want a profit based on a high starting point. The initial strategy is to launch a brand and accumulate users. After the users have accumulated a certain amount, we rely on repeated consumption by the old users and the market Reduce the cost to realize the healthy profit of the enterprise. "
"We currently increase the rate is more reasonable, so the cost is higher than their peers, relatively speaking, we are using a relatively low profit to provide customers with a very cost-effective thing, basically the previous is not profitable." Hao Jian said.
"At the moment, we have achieved a 1: 3 return on ad spend, which means we get three sales for each ad we place. In the long run, our profitability is bullish, and if successful, Next year to achieve full-year profit. "Hao Ji Jian said.
Doing bras is much better than making shirts
LAMIU advertising campaign is very reminiscent of the current blizzard direct marketing website where customers Eslite. Founded in October 2007 Vanke Eslite with carpet advertising quickly known to the people of the country, less than a year, from a registered capital of millions of companies to develop into one billion in annual sales of shirt direct sales leader.
The same quickly by the advertising is known, LAMIU but do not want to be used and simple comparison.
"From a root point of speaking, we are a clothing business, just by means of online channels, and where the customer is an e-commerce company, our strength lies in our brand and original personality design, and where the customer is more standardized production. "Hao Jianye said.
2009 Eslite continued rapid expansion, not long ago, where the off of the official series of women's clothing, this, Hao Jian-fan that any customer into the women's wear and will not have a great impact Lanmi.
"Underwear industry access threshold will be higher than women's, give me a list, from the number of speaking, a bra to do at least 16 numbers, and a general outerwear only 4 numbers. In addition, the outer Of the production cycle is very short, such as the general appearance of almost 20 days, while underwear will have at least a month, which the company's ability to operate the capital and the supply chain are a challenge, relatively speaking, where customers do is the most standard The basic style, a short time will not come in contact with underwear, they may want to expand the words may also be the first to expand the women's style of dress. "Hao Jian said.
E-commerce is just the beginning
Although starting with e-commerce, the vast majority of the current sales are done through the online store, but Hao does not think Lan Miao is an e-commerce company.
"Choosing to enter the lingerie industry from the Internet is because some of the underwear brands have been well-established offline sales, but they are a vacancy in the internet marketing and catalog marketing space. It will be easier for us to tap into the internet but eventually go shop." "Hao Jianye said.
Lan Miao first positioned himself as a clothing company, the Internet is not all, just an important sales channel, in the blueprint for Lan Miao, Internet sales, catalog marketing and physical stores are Trinity.
"Our ideal state will be the storefront, the directory, the Internet three organic combination of consumers in the store will receive the directory, we use the directory or the Internet to promote the storefront; from the consumer experience, the storefront can provide on-site try, And directory and the formation of complementary advantages of the network.If the future of our shop spread out, Shanghai to buy things can be returned in Beijing, for the convenience of consumers, all of our starting point is to make it more convenient for consumers.
Lan Miao claimed to change the rules of the industry and promote consumer revolution, Hao Jian-hsuan said that at present there is no enterprise to do the Internet, physical stores and directory optimization very well, if Lan Miao can be achieved, from the consumer experience will be revolutionary.
May this year, Lan Miao China's first physical store in Beijing Xidan Jun too open.
"Xidan store is a pilot, we hope to run this model and then go to open more stores, the future plan is the proportion of physical stores and Internet sales to achieve one to one." Hao Ji Jian revealed.
For Lan Miao's logistics channels, Hao Jianli revealed that the sales in first-tier cities such as Guangzhou, Shanghai and Beijing have reached the turning point of the cost of self-built distribution and third-party logistics. With the further growth of sales volume, self-built logistics channels will be considered to reduce Cost, and further improve service quality.
"Third-party logistics service quality problems more or less there, when the sales reached a certain scale, self-built logistics channels will be lower than the cost of third-party logistics, but also more conducive to establish a corporate brand image." Hao Jianye said
Hao Jian åžš revealed that self-built logistics channels, Lan Miao's delivery staff may once for the user with three sizes of clothes, allowing users to try on-site, try out the most suitable, which is the third-party logistics can not be achieved. Self-built channel there is a benefit in flexibility, such as the user specified time more accurate delivery, etc., have their own channels in the flexible control will be more convenient
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